The challenge
A beautiful brand site with strong social traffic but flat organic sales. Faceted navigation had created 11,000 crawlable URLs, half of them duplicates, and category pages had no unique content.
What we did
Fixed crawl waste and canonicalisation, rebuilt the category template around buying intent, consolidated blog content into three authoritative buying guides, and ran a digital PR campaign that earned 34 referring domains.
The outcome
Organic revenue up 168% year on year, conversion rate more than doubled on category pages, and 2,910 new keywords ranking.